Less BS, More Facts, Some Opinions
There’s been such a deluge of data privacy-related news over the past few weeks – from the TikTok ban in Montana to the $1.3 billion GDPR fine against Meta in Europe
The post If ChatGPT Had Written This Article, The Prompt Would Have Been: ‘Write Me A Story About All The Recent Privacy News (Because I Need A Nap)’ appeared first on AdExchanger.
The key to developing a marketing strategy that spans multiple products and stakeholders is to not only identify technical interdependencies of different product teams (or even subsidiaries), but also the
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Who Needs Trust And Safety? Big Tech companies are eliminating thousands of positions. Layoffs have largely impacted trust
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The month of June — and Pride marketing dollars to mark the occasion — will soon flow. For marketers in recent years, that’s often meant rolling out various Pride campaigns with LGBTQIA+influencers and creating Pride merch. This year, however, Pride arrives amid a more fraught and politicized marketing environment as the backlash to advertising deemed “woke” continues.
As we covered in last week’s Marketing Briefing, brands like Bud Light, Miller Lite and Adidas, among others, have faced backlash and boycott threats for releasing marketing efforts that aimed to be more inclusive or any effort that could be deemed “woke.” The heightened politicization of inclusive marketing efforts may lead to more caution among risk averse marketers.
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Often, the critique of a brand in-housing its creative and marketing efforts is that creating campaigns for a single business can lead to monotony and stale work. But for Airbnb, its in-house agency is what makes the brand’s work worthwhile. At least that’s the case according to Hiroki Asai, global head of marketing at Airbnb.
Airbnb’s in-house team, which released a new brand campaign earlier this month handles the marketing strategy, creative, design and research. Essence Medicom manages the brands media buys. Airbnb’s creative team usually works remotely, but has worked together one week per month in person for the last three months.
Airbnb isn’t alone in in-housing its creative and marketing teams. Throughout the industry, the rise of the in-house agency continues. According to the Association of National Advertisers, 82% of ANA members have an in-house agency this year. That figure is up from 78% in 2018, per the report.
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As America’s workforce has returned to the office, so has office equipment company Xerox returned to advertising. Earlier this month, the century-old technology brand launched a new brand campaign and a media mix revamp to better target the millennial and Gen Z work force.
Investment-wise, it’s Xerox’s largest ad effort in the last five years, testing into channels that are new to the brand, like digital and streaming video, and TikTok and revisiting dormant ad channels, like out-of-home ads in the New York City metropolitan area, according to Deena LaMarque Piquion, CMO at Xerox. Xerox’s exact ad spend is unclear as Piquion declined to provide specific figures.
“We’ve really broadened the aperture to have a better mix of tactics,” said Piquion. “That’s what we heard a lot, that we were missing at the top of the funnel to really influence that area of favorability before they move to consideration.”
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Content creator, chef and soon-to-be restaurateur Tue Nguyen (who goes by @TwayDaBae on her social media accounts) started working with BuzzFeed as the host of its Tasty show, “Making it Big,” in 2022. After filming two seasons of the show, and recording monthly videos for the cooking brand’s channels as part of her role within the BuzzFeed Creator Network, Nguyen is now developing a new show with Tasty that will better showcase who she is as a content creator.
In the past year, Nguyen has signed a cookbook deal, started the process of opening a fine dining restaurant in Los Angeles and both maintained and grew her owned-and-operated channels, all in addition to her partnership with BuzzFeed.
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CMOs don’t have the best reputation in the boardroom. Bose’s top marketer seems to have bucked the trend.
Maybe it’s because there was a clear need for one back in 2021 when the role was created for the first time in the brand’s 60-year history. Or perhaps, it’s because Bose’s CEO Lila Snyder, pushed for it a year into her tenure. Then again, it could be due to the fact that Bose’s brand headphones had become diluted in what is now a very congested headphone market.
The truth is that for all these reasons and more Bose’s CMO Jim Mollica has firmly established himself as part of the leadership team. It probably didn’t hurt his chances that he was already a Bose fan prior to joining. The very first speakers he bought at 15-years-old were Bose.
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